The year ahead for strategy: we’ve got a fight on our hands

Marketing isn’t a cost centre any longer.

It’s a sad state of affairs when people feel the need to argue that ‘marketing is no longer a cost centre’.

I know we lost this battle to the finance monkeys years ago – and to the neoclassicists and shareholder value ideologues – but it’s still ridiculous.

It’s a world gone topsy-turvy, a dystopian reality where somehow value creation is a cost, and everything is valuable.

We’re living in the Upsidedown.

“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

Peter Drucker, The Practice of Management, 1954

Source: The year ahead for strategy: we’ve got a fight on our hands

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